The reasons were revealed by a six-month study of 20 households in Great Britain and France, observing and analysing the dynamics of recycling and waste disposal and exploring ways to boost recycling rates.
In this video CCE’s sustainability director Joe Franses explained to FoodManufacture.co.uk why people rejected recycling.
“People do what they do out of habit, they don’t actually make conscious decisions about recycling,” claimed Franses. “There is a big misconception about recycling, so actually people often don’t trust what happens to recycling once it leaves their home or their street.”
Opportunity
There is a great opportunity to break down these myths and help people gain a better understanding about recycling, Franses added.
He also explained the best ways to overcome these barriers.
Meanwhile, CCE will attempt to change the recycling habits of over 300,000 people at UK music festivals this month.